Tracking, Testing,

Targeting: Getting Consumers To

Monetize On Mobile

Tom Farrell, Director of

Marketing, Swrve

6th June 2014

Real-time Behavioral Targeting & Segmentation

Mobile Push Notifications

Native In-App Notifications

Real-time Machine Learning Personalization

Mobile Marketing Automation

Engaged

20

Payers

5 10 30 100

Retention Conversion

LTV

The mobile app offers great reward….

…but user attrition remains the stumbling

block

1. Tracking

2. Testing

A single A/B test on

‘share’ language

A 527%(!) increase

in social shares

2. Testing

3. Targeting

In-app messages to

‘engaged non-

spenders’

>50% increase in

revenues (and no

shadow!)

tom.farrell@swrve.com